in --seo,search, engine, optimization, puttingin words and phrases that will cause people who are searching the internet on google to find you. therefore, you get traffic. >> where specifically, to trick search engines into putting your results at the top. you're writing the dumbest headlines as possible so machines will like them. whereas making great stuff that people will like. certainly that includes cat pictures. i love cat pictures. if you includes like really hard, meaningful news. includes scoops. includes great explanatory reporting. >> so the headline says he's not abandoning cat pictures. but is there a democratic element to it in the sense that do you as the new editor get to decide what goes up at the top of the page? or are the most popular things as determined by your followers and friends and enemies going to get the most prominence because they've been shared the most? >> it's something we're figuring out now. i appreciate everybody's advice. right now for instance on buzzfeed, there's a hot list which shows the hottest things on the internet. it's a mix of ru